Given the new generation is more inclined toward graphical representations, photography is an indispensable aspect of branding and marketing. Effective visual identity is critical for a business that aims at making an upgrade to its branding, and the quality of professional photographs can go a long way in achieving this goal.
Photos carry out numerous functions in branding as will be discussed below. They communicate the following at a glance on matters of the identity of a company and what they represent. They convey the message in relation to the brand personality and the values of ResNet. The topic under discussion is also a perfect example of how the photography of a brand also narrates a story and evokes emotions among the audience if done in a manner that is strategic. This is a well known fact which has been evidenced by many researches revealing the fact that images are retained than words. While people tend to read the text, just a single picture may be enough to generate a desire to become a devoted customer.
The first step in creating a consistent brand image is to establish an overarching design aesthetic.
Creative thinking is another important area to consider in order to make the proper representation of the brand. Before you go out to hire a photographer or grab your camera and take your own photos, you need to have a very clear understanding of what it is that you would like your brand's aesthetic to accomplish. Gather ideas from other photos and other brand related materials that appeal to you and are in the same sort of feel, mood or ambiance that is appropriate to your kind of business. Invest time in researching to discover that actor's fixed features, objects, and locations that are most representative of your brand's vision. From there brainstorm precisely how you will apply those qualities into novel images that look genuine to your company.
This includes color scheme, modeling, or anything else you can think of to be precise in terms of aesthetics. Probably golden wheat fields which are depicted as rustic are not the right environment for a high-tech cutting-edge software startup company any more than are glossy cityscapes for an organic farm. Just as there is a certain mood, style and quality that should be achieved through branding images, they should all be of the same standard regardless of the subject. The filters, framing, light and post-processing should be kept constant and coherent to turn unrelated shots into a set that immediately conveys your brand's message.
Invest in Professional Photography
In the present era where every other person owns a device within his or her pocket that has image capturing capability, it becomes very easy to justify why not to hire professional photographers. However, doing so could severely restrict your brand, by which I mean the imagery associated with the product that consumers take into their heads when considering where to spend their money. Astronomic photos from the lens of an amateur and an inexperienced person do not aspire to create the best versions of themselves. At best they will only record them, at worst they will do everything to undermine and misrepresent the image that you want people to link to your company.
To create that value for the brand, hire a professional brand photographer who fully understands branding and the value of visuals to enhance the brand. Not only will they be able to offer the best equipment to capture the most precise image quality that can be achieved, they will also know how to capture shots and pose subjects in a manner that reflects the personality of your brand every time you click. Attention to detail is also another factor that staffs with professional post-processing skills bring in much needed polish that makes all the difference.
The cost investment gives owners assets that are perfect to display across their brand points of contact including website, business cards, banners, packages, ads and so on. They will blend a consistent brand image and high market position that will attract and filter through the perfect leads and prospects to you.
How photography can be strategically employed in the branding process?
After using high quality photographs to consistently brand your products and services, make sure to utilize images in all aspects of brand and marketing communication both on and offline. Consider the following strategic applications:Consider the following strategic applications:
Website Design
Use feature professional product photography, or service images on your homepage so that you can create a good first impression to everyone visiting your site. High-quality pictures taken against pure backgrounds are ideal in portraying what is on sale.
Social Media
It has been observed that the photographs that elicit some sort of emotion are often much more effective in amplifying social posts. The more you share your best brand imagery, the more you get to enhance the visibility.
Advertising
Communicative images whereby an organisation can capture the promise in a minute or even seconds is a must for the target groups.
There are house brand company brochures and factory sales materials.
Create double page spreads with the key messaging highlights that complement the photographs for an effective and visually engaging display of your capabilities and products ideal for sales presentations and leave-behinds.
Product Packaging
When printing costs are not prohibitive getting a customized photograph to capture the essence of the product can be very effective when differentiating the packaged product in the highly competitive retail stores.
Office Décor
Big gallery wrapped canvas printed with brand messages are used to make powerful statements in offices and corporate firms and they are constant daily reminders of what the brand is all about.
Creative Team Photo Shoots
Capture a picture of the company's founders and senior management or star team members to ensure that your brand gets an emotional connection each time it is represented in the media.
Behind the Scenes
The use of ‘snapshot' photos and images from actual company events and processes from the production line to the annual summer party provides a sense of originality which can be a plus for social media advertising.
Graphics for the specific event or Trade Show
Large imagery graphics of brand photography when used at events or on back walls at tradeshows, are able to attract the visitor's attention in times of noise.
Raising Brand Value through Superb Visuals
Photo images present in every branding contact point deliver memorable experiences that, in effect, shape the way consumers experience and interpret your brand throughout the media. When you apply forethought and investment into creating an effective and successful visual language as depicted through clear, high quality imagery that is in tune with your chosen brand plan, photographs play a role in promoting a better perception of your brand, encouraging customer loyalty and portraying a top end value of your business wherever possible. The visual identity story that you forge weaves its magic and steers hearts, minds, and markets towards your brand.
